A Cafitesse Rebranding Story in Norway

Friele goes full concept!


Since 2006, Cafitesse machines in Norway have carried the Friele brand while the coffee was branded DE. But all that has now changed!

Cafitesse has finally become a full concept in Norway, thanks to Friele branded coffee. Friele, which traces its roots back to 1799, is the biggest and strongest coffee brand for both retail and professional use in Norway. So it was great to get the brand ‘on pack’ in May this year.


The success is down to the hard work of both the central and local team, working hand by hand helped them to bring this project alive and led it through the innovation process and into the supply chain successfully. The Norway team created a perfect on-time, in-full (OTIF) delivery with new SKUs, with no loss of sales or other obstacles to overcome! In fact, sales increased above AOP compared to the last few months. All customers were transferred to the new SKUs smoothly and all feedback received was positive.



The new blends have been warmly welcomed as well. Considering JDE Norway’s high volume of Arabica Gold sales, the Nordic teamwas interested in testing the taste of Delicate Roast and its performance in the market. As a result, both customers and JDE associates were happy.


This rebranding also created an opportunity to talk more about Cafitesse through advertising, PR, websites and newsletters. And over the past two months, our employees have been giving complements about the new and improved Cafitesse as well.


The Nordic team is very pleased with the rebranding process, and proud of the Friele Cafitesse-concept that provides great coffee for their customers.